Author Seth Godin used Halloween to illustrate the challenges with focus groups: “We’re thinking of having a holiday every year where kids of all ages go door to door unescorted and beg for candy, and adults dress up in expensive and revealing costumes and get drunk. Would you be likely to participate?”
Yet, somehow this crazy idea has caught on and is growing every year. According to the National Retail Federation, Americans are spending 32% more on the holiday than just ten years ago. This year, a staggering $11.6 billion will be spent on costumes ($3.8B), decorations ($3.8B), candy ($3.5B), and cards ($0.5B). ($500,000,000 worth of cards??)
Halloween isn’t just for kids anymore. Halloween isn’t a minor holiday anymore. Implausible or not, Halloween (and the adjacent Day of the Dead) has become a mainstream event. Your organization should leverage the treats a holiday-themed messaging strategy can provide. Don’t be tricked into thinking Halloween is no big deal.










